EL FALAF
DESPRE PROIECT
For El Falaf, a brand of authentic Arabic products, we built an identity that celebrates the unmistakable taste of falafel and the rich tradition behind it. We created the name “El Falaf” as a play on words between “falafel” and an iconic character — the master of falafel.
The visual identity comes to life through this charismatic character, with a beard made of leaves — a symbol of freshness and authenticity. Around him, we developed a rich visual universe inspired by Arabic culture, reinterpreted through a contemporary lens. The central element is an original pattern that adds depth and rhythm to the packaging, becoming an extension of the brand’s personality. El Falaf is not just a delicious product, but an ambassador of a flavorful culinary culture, translated into a vivid and memorable design. The result is a soulful brand that stands out through story, aesthetics, and authenticity.
Food&Beverages
Brand positioning
Naming
Verbal identity
Brand identity
Packaging
We also created a custom font for El Falaf that blends the authentic Arabic spirit with the legibility of the Latin alphabet. Original and distinctive, the typeface evokes tradition through forms inspired by oriental calligraphy, while maintaining the clarity and functionality required by a contemporary brand.
